Shopping app features: their impact on customer satisfaction and loyalty

Abstract

Shopping apps support consumers in their shopping process at different stages of the customer journey. They can contain various features, such as an online magazine, shipment tracking or a QR code Scanner. Consumers have the possibility to send product links to friends, chat with retailers’ staff, participate in loyalty programs, find a physical store nearby or pay within the app. Consequently, app features represent several touchpoints within the customer journey. Shopping apps are an attractive way for retailers to engage with their customers and increase customer satisfaction and loyalty. Several studies mainly focus on the adoption of mobile apps, while our study investigates the potential outcomes. It further considers the app design by analysing how three app feature groups (pre-purchase, transaction, cross-channel) influence app and retailer satisfaction. Moreover, we consider consumers’ channel preference at different stages of the customer journey. To validate our findings, we conducted the study in three different retail sectors. Results show that nearly all feature groups have a positive impact on customer satisfaction with the app and retailer respectively in different sectors. However, consumers’ channel preference has a moderating impact on the relationship between app features and customer satisfaction. Our findings provide implications on how to design and advertise shopping apps.

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